Britons aged between 25 and 35 are showing significant awareness and take-up of protection and health insurance products, according to new research.
The results from Aviva's Family Finances report found the decade from 25 to 35-years-old is when the majority of people are laying the ground work for their future.
During this time life insurance ownership leaps from just 3% of 20- to 24-year-olds to 26% of 25 to 29-year-olds and then 41% of 30 to 35-year-olds.
While less severe, this trend is also present for private medical insurance (PMI) which rises from 5% to 14% and then 19%.
By the end of the period, almost half of 36 to 40-year-olds (47%) hold life insurance with a quarter (24%) boasting PMI.
These results compare with figures from the report showing that six in ten families currently do not have life insurance.
Aviva said this foundation generation was defying the challenging economic times with remarkable astuteness by making plans to protect their finances and save for the long-term.
And the insurer was positive about the attitudes of those soon to be entering this part of their lives, noting they appeared to be mindful of the importance of these products.
Almost a quarter of 20 to 24-year-olds (22%) aspired to have life insurance in the next five years with 18% desiring health insurance.
Unsurprisingly, as take-up rates of the products increased through the period their desirability also dipped.
Louise Colley, head of protection marketing for Aviva, said: "While many people seem to think the Foundation Generation is only interested in today, our research reveals that they are surprisingly financially savvy and have aspirations to protect their families.
"As an industry, we need to do our best to help them to fulfil these desires by providing products which meet their individual needs at different times and provide good value solutions to their problems."
